תשכחו מכך שעסקים צריכים להתייחס אל הלקוח כאילו הוא הקובע. ספר חדש מאת אדם פרייר ממליץ להפוך לגמרי את התפישה המקובלת ולהתייחס בעיקר למותג

דורית דינור | 16 במרץ 2020 | תרבות ואמנות | 3 דק׳

ביקורת ספר: תפסיקו להקשיב ללקוח. תתחילו להקשיב למותג

אדם פרייר, פסיכולוג העוסק בהתנהגות צרכנים, איש קְרִיאֵיְיטיב ופרסומאי אוסטרלי מוביל, החליט לכתוב ספר היוצא נגד הקלישאה הנושנה לפיה "הלקוח תמיד צודק". ספרו Stop Listening to the Customer מראה כי הרצון לשפר את המוצר על סמך סקרי שוק, המנסים ללמוד את רצונות הלקוחות, גורם לתהליך של ירידת ערך ורידוד או הומוגניזציה של המותגים. כלומר, שמותגים של חברות שונות נעשים דומים זה לזה ואין ביניהם בידול. מכוניות ממותגים שונים דומות זו לזו, וכך גם בנייני מגורים, בנקים, סופרמרקטים, תעשיית הרהיטים, אוניברסיטאות ועוד – כולם הופכים להומוגניים.

פרייר אינו טוען שלא צריך להבין את השוק, אלא שעוד יותר חשוב להחליט על הייחודיות של המותג או של השרות, מה מטרותיו ומה הוא מייצג, מבלי שהלקוח יוביל את הקו.

הנרי פורד אמר: "לוּ הייתי שואל את הלקוחות, הם היו אומרים שהם צריכים סוסים מהירים יותר". בספרו תוהה פרייר האם הסוגים השונים של סקרי שוק – ראיונות עומק עם לקוחות, קבוצות מיקוד או שאלונים – באמת אמינים. הוא תוהה האם אנשים עונים בכנות, והאם בכוחם של הסקרים לנבא את התנהגותם העתידית של המשיבים.

רוצה לקרוא עוד?

להמשך קריאה הירשמו או התחברו

תמונה למחשבה: הכאב שמוליד יופי

מאיה מזרחי

אנטון צ'כוב, "מעשה משעמם", תרגום מרוסית ואחרית דבר: נילי מירסקי, מרץ 2025

החיים שאחרי המוניטין

גלית דהן קרליבך

יובל שטייניץ, "הקומדיה הממשלתית", ידיעות ספרים, ינואר 2025

מה באמת קורה כשמזמינים את הרמטכ"ל לוועדה

נדב רט

מירי אליאב-פלדון, "הרנסנס של השטן", הוצאת מאגנס, 2024

הצד האפל של תקופת הרנסנס

גלית דהן קרליבך

שרון קרישק, "ואהבת לרעך כמוך", שהם קראוס, ינואר 2025

איך אפשר לאהוב מישהו שמכעיס אותנו?

דינה גורדון

דאגלס מאריי, "הקרב על המערב", שיבולת וסלע מאיר, 2024

המערב נגד עצמו: הקרב שמאיים לפרק את הציוויליזציה שלנו

נדב רט

הירשמו לניוזלטר שלנו וקבלו תוכן חדש למייל מדי חודש

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